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Ipsos MediaCT: Business Elite Breakfast Seminar

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July 2011: View James Torr’s presentation at our recent Breakfast Seminar focused on the Business Elite, looking at the evolution of this hard to reach group since the first BE:Europe survey in 1973.

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Ipsos MediaCT: Business Elite Breakfast Seminar

  1. 1. Breakfast SeminarUnderstanding the Business Elite14th July 2011
  2. 2. IntroductionLiz Landy, MD - Ipsos MediaCT
  3. 3. 1973 – 2011The Evolution of the Business EliteJames Torr, Director - Ipsos MediaCT
  4. 4. 1973
  5. 5. “Plus ca change, plus c’est la même chose”
  6. 6. Most influentialThey lead the largest companies Big consumers Technologically savvy of mediaWealthiest
  7. 7. The surveys have global reach
  8. 8. 33% had 51% have car/portable laptop/notebook cell phone 31% had a 37% 29% microcomputer use email use a tablet for their own computer personal use1986 1993 1996 2000 2011
  9. 9. Media consumption is increasing 100 90% 80 70 60 2008 2009 2010Source: BE:Europe 2008, 2009 and 2010; Measurements: AIR print, daily TV and monthly web
  10. 10. 95% think it’s important that their company is being responsible to society and environment 93% agree companies should pay more attention to the environmentSource: BE:Barometer 2010
  11. 11. Growth in new economies Between 2002 and 2010 the number flying on business to… 2002 3.4% 53% 2010 6.1% 2002 8.5% 2010 13.3% 56% 2002 5.8% 79% 2010 8.9%Source: BE:Europe 2002 and 2010 only data; where flown to on business
  12. 12. Challenges facing companies 2009 2010 2011 83% 77% 71% 44% 38% 29% 25% 17% 11% Volatile markets / managing Attracting and keeping top Technical advances economic uncertaintly talentSource: BE:Barometer 2011
  13. 13. Change in wealth €1,000,000 €950,000 €900,000 Average €850,000 Net worth €800,000 €750,000 €700,000 2008 2009 2010 €180,000 €170,000 Average Income €160,000 €150,000 €140,000Source: BE:Europe2008, 2009, 2010 only data 2008 2009 2010
  14. 14. They are financially astute 2008 2009 2010 31.2% 31.5% 29.7% 29.6% 25.1% 17.6% Shares in own company PropertySource: BE:Europe 2008, 2009, 2010 only data
  15. 15. The richest get richer Net worth up 22% <€90,000 >€370,000 Net worth down 33%Source: BE:Europe 2008 and 2010 only data
  16. 16. Key takeaways§ The Business Elite remain as important as they always have been§ They lead the world in technology adoption§ They are not abandoning traditional media
  17. 17. The Business Elite: Up Close & PersonalJustin Gibbons, MD - Work with Ipsos
  18. 18. An ethnographic approach§ Adds new depth to qual and quant§ Works with ‘hard’ audiences§ Works for media
  19. 19. Elite introductions§ Lifestage doesn’t just affect normal people§ Survival of the fittest§ Pioneers
  20. 20. The knowledge economy§ Business men and women are generalists§ Broad and quick NOT timely and deep§ Pick n Mix bricoleurs§ Efficient info surfers
  21. 21. Business = Finance§ Financiers are a very distinct group within the business community§ Usage of information is different§ Feeding vs action
  22. 22. Everything changes§ But not everything changes§ The media eco-system is alive and well
  23. 23. CEO mentality§ Attention is ‘limited’§ Pre-digested and edited
  24. 24. The future§ An increasingly visual age§ The ergonomics of information§ Info-tapas
  25. 25. Guest SpeakerSimon Scoot, Vice President Global Brand ManagementInterContinental Hotels and Resorts
  26. 26. Q&AChaired by Martina Lacey, Features Editor - M&M
  27. 27. Thank youFor further information contactjames.torr@ipsos.com020 8861 8000‘Best Research Team – Research Supplier’ | MRG Award Winner 2010 © 2011 Ipsos MediaCT – all rights reserved

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